Sebra is turning 20

Thank you for being here and wanting to be a part of our universe.

Sebra is turning 20

Thank you for being here and wanting to be a part of our universe.

Birthdays are special
No matter what year you were born!

At Sebra, birthdays have always been special. We believe birthdays should be celebrated with surprises and wonderful traditions that make the day extra festive no matter what year you were born!

On the occasion of Sebra’s 20th birthday, our founder and CEO, Mia Dela, reflects on how it all began, why she believes Sebra has become a success, what values Sebra is based on, where the company is today and what the future holds.

How did the Sebra story begin?

I graduated with a master’s degree in design from Design School Kolding and in 2002, not long after I graduated, I had my first child.

I realized that there weren’t many nice children’s products on the market, so I ended up designing and sewing quite a lot myself.

When I returned from maternity leave, I started working in the fashion industry, and I thought that if I was going to do that, I might as well start my own business and try to make some of the products that I hadn’t been able to find for myself. This is how Sebra started in 2004.

I needed good-quality textiles in beautiful colours and interesting prints that I could stand to look at in my living room and kitchen/dining room. Fortunately, there were and are others with the same need, which is why Sebra is celebrating its 20th birthday.

Mia Dela Founder& CEO

What were the first products Sebra launched?

Bed linen, cloth nappies, blankets and some toys. Then, some small furniture, and pretty soon, our iconic Sebra bed was added.

For the first few years, I filled all the positions at Sebra myself. I designed, packed goods in the warehouse, and emptied containers. I took care of the paperwork, talked to customers, and drove to dealerships. I hired my first employee in 2006, so you could say I started from scratch.

Even more birthday celebrations at Sebra

Fanto is turning 16

Our good friend Fanto, available as a pull-along toy, plate and rattle, will turn 16 in 2024.

The Sebra Bed

The Sebra Bed has celebrated its birthday more than 80 times since Viggo Einfeldt designed it in 1942-43.

Sebra Pusle Pur

The “Pusle Pur” changing mat will celebrate its fifth birthday in 2024.

- Sebra is turning 20 -

Hip hip hooray

To celebrate our own 20th birthday on 1 June 2024, we’ve launched a small new birthday collection. The three products—birthday train, table flag, and bunting—can be used year after year and will make a cosy birthday tradition for the whole family—even for adult birthdays.

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Birthday train

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Table flag

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Bunting

Shop

How would you describe the core values of Sebra’sdesign style?

We want to be a combination of classic and nostalgic.

Of course, we also look at the trends that come and go – there's no point in doing pastels if everything else in interior design is stronger colours. So we stay up-to-date in terms of colourways, but our overall aesthetic is classic and timeless.

We don’t insert batteries and make things flash and honk and make noise. We’re kind of low-key in the Nordic way.

We are family people who create products for families, and we think it's a big pat on the back when Sebra products are sold on. Our design and quality have to be long-lasting.

Mia Dela Founder& CEO

Can you tell us a bit more about Sebra as aworkplace?

I’m a big believer in karma. Whatever you give out, you get back. And this applies both internally for our staff, but also in relation to our suppliers, our customers and the relationships we have in general.

We spend a lot of time together at work and it's sad if we're not happy there. I believe that if we have a good working environment and have a bit of fun in our everyday life, everything goes much easier.

From year one, I’ve bought individual Christmas gifts for everyone. Doing something personal means a lot to me. Do something that makes people happy and makes them feel valued.

We also have flexible working hours so staff can optimise their work-life balance. It’s important that Sebra is a sustainable and humane workplace.

Birthdays off and sing-along

There's nothing better than having plenty of time on your birthday. Time to celebrate and do what you want to do. That's why birthdays at Sebra trigger an extra day off for the birthday boy or girl, and when they return, there is a decorated desk, a ‘Happy Birthday’ sing-along in the cafeteria and a personalised gift to make the birthday special.

Birthdays off and sing-along

There's nothing better than having plenty of time on your birthday. Time to celebrate and do what you want to do. That's why birthdays at Sebra trigger an extra day off for the birthday boy or girl, and when they return, there is a decorated desk, a ‘Happy Birthday’ sing-along in the cafeteria and a personalised gift to make the birthday special.

What is Sebra's view on sustainability in relation to climate and environment?

It’s extremely important to me that Sebra prioritises having as small a carbon footprint as possible and that we control our supply chains.

We have been working with sustainability in our packaging for a number of years now and have reduced plastic wherever possible. We use paper and cardboard in qualities that are easier to recycle. We’ve tried reducing the use of glue and adhesives to be even more sustainable in our product packaging.

10 years ago, Sebra became GOTS certified. And today our textiles carry the GOTS, GRS and OCS certifications. Some of the furniture is both FSC certified and EU Flower certified. It's been a long process. And we’re not done yet. I don't think you're ever done. We’re working towards being able to document the carbon footprint of all our furniture. But in terms of certification, we've come a long way.

We really want to extend the lifespan of our products and ensure that they can be handed down or sold. This is also part of accountability for us. It’s why we sell spare parts, so customers can fix their own things and keep using them.

Mia Dela Founder& CEO

What does the future hold for Sebra?

I don't believe in 20-year plans, 10-year plans, or 5-year plans, either. Not that I don't plan, but I think you miss out on a lot if you think you're going to choose one direction and then drive that way for the next five years without looking sideways or stopping once in a while. Sometimes, you have to just let things happen.

As long as I still enjoy walking through the door and as long as I work with great people. As long as my everyday life is fun. As long as there are more days that I think are inspiring, Sebra will keep going. And just because we've been here for 20 years doesn't mean I've been doing the same thing for 20 years. I change, the company changes, and the world around us constantly changes.

BIRTHDAY FUN FACTS

16th anniversary

Dorthe, our faithful colleague in the warehouse, has her 16th anniversary in 2024.

Song selection

The most popular birthday song at Sebra is "The one with the instruments".

Many happy returns

Between them, Team Sebra staff have celebrated their birthdays 1328 times.

Thanks to you

Without your support, we would not have been able to celebrate
Sebra’s 20th birthday. We hope you want to be a part of
our universe for many years to come.

Thanks to you

Without your support, we would not have been able to celebrate
Sebra’s 20th birthday. We hope you want to be a part of
our universe for many years to come.

More inspiration for life with children

Sebra Journal